1.Module aim (aims): The aim of this Module is to provide students with a solid knowledge
and skills related to Internet traffic analysis and optimisation. Students
of any course of study can learn
advanced techniques of online information discovery (searching) and learn the importance
of online visibility and organic techniques of informed visibility
optimisation. The course, among other, prepares students for Google tools
certification exams. The program is tailored
to the individual student's background. Innovative teaching methods are
applied based on online ICT tools. Students learn to use tools for
self-education and online distributed teamwork.

Students’ learn measurement planning and analytical skills needed for ex. for
making informed marketing decisions. This is also an optional preliminary
course for the “Internet Marketing-Pay Per Click Advertising” classes (spring
semester), during which students will have an opportunity to participate in the
Google Online Marketing
Challenge an international
competition in which dr. Czart's students were 4 times Finalists and 8 teams Semi-Finalists.
Dr. Czart is a jury member of the Challenge, the Global
Academic Panel.

2.Pre-requisites in
terms of knowledge, skills and social competences: good computer tools usage skills

3.Module learning
outcomes in terms of knowledge, skills and social competences and their
reference to programme learning outcomes

Learning outcomes symbol*

Upon
completion of the course, the student will:

Reference to programme learning outcomes#

IMTAO_01

be able to find the most relevant information on a
chosen subject in short time using advanced search techniques

K2_U01, K2_U06, K2_K07

IMTAO_02

know the basic web page optimization techniques
(SEO) and be able to plan and implement on-page optimization

K2_U02, K2_U05, K2_U07

IMTAO_03

be able to plan and implement web service
measurement plan and install tracking codes to measure and analyze non-paid web traffic

K2_K01, K2_U07, K2_U03 , K2_U05, K2_K06

IMTAO_04

be able to plan and implement web service
measurement plan and install tracking codes to measure and analyze paid web traffic

K2_K01, K2_U07, K2_U03 , K2_U05, K2_K06

IMTAO_05

be able to use synchronous and asynchronous ICT
tools for self- and community-learning